Navigating the Say-Do Gap
It\u2019s easy for people to say they want to buy a particular product, perhaps in the name of sustainability. But how often do individuals actually follow through with these well-meaning intentions? Academics regularly observe a difference between what consumers say they want to do and what they actually do.\nThe gap can cause problems for businesses when they're trying to figure out how to serve their customers. Evan Davis is joined by a panel of business leaders to discuss how they bridge this divide.
Guests:\nAndreas Chatzidakis, professor of marketing in the centre for research into sustainability, Royal Holloway, University of London \nJake Pickering, senior manager for agriculture, Waitrose \nMarsha Smith, deputy CEO, IKEA UK \nToby Clark, vice president of insights, Mintel
Production team:\nProducers: Simon Tulett, and Nick Holland \nResearcher: Paige Neal-Holder \nEditor: Matt Willis \nSound: Hal Haines \nProduction co-ordinator: Rosie Strawbridge \n \nThe Bottom Line is produced in partnership with The Open University.